Chicago L Train Takeover

ON AN OTHERWISE-NORMAL TUESDAY AFTERNOON, designer Livy Hoskins and I were called into an office and told business in Chicago needed a boost. To do that, we were going to fill the L train with ads. It was the biggest offline campaign we’d ever attempted, and it needed to be done by Friday morning. No time for a photo shoot. No time for a lot of back-and-forth. We dropped everything and got to work. With the guidance of the art director, Charlie Gann, and the head of branding, Kyle Miller, this campaign increased awareness by 125 percent.